As part of the promotion, the first 10,000 purchasers of Missha Magic Cushion Foundation across Missha’s 700 domestic stores will receive a limited edition Betty Boop cosmetic bag.

The deal to use the character was brokered by King Features’ agent Global Brands Group.

“This terrific promotion is part of our overall strategy to enhance Betty Boop’s brand awareness in Korea and throughout Asia,” said King Features vice president of international licensing, Cathleen Titus.